The number of Dutch consumers using an independent MVNO fell to 2.8 million in the first quarter of 2011, or 13.7 percent of the mobile market, from 15 percent six months earlier. Telecompaper's semi-annual MVNO report also includes for the first time virtual brands offered by the three mobile network operators, such as Hi and MTV Mobile. Including these providers, the number of customers taking services from a virtual brand rose 0.4 percent over the six months to 6.6 million, or 32.8 percent of the Dutch market. The majority, 3.7 million, took services from a brand (co-)owned by one the three networks operators. There were a total 56 virtual operators active on the Dutch market at the end of Q1, the same as six months earlier despite several entries and exits. The market remains dynamic and extremely competitive, and new players will need to add something extra beyond voice and SMS in order to distinguish themselves, according to the market researcher.
